The multiplier effect: How B2B winners grow (with abstract)
| The multiplier effect: How B2B winners grow (with abstract) | |
|---|---|
| Published By | Articles by McKinsey |
| Publish Date | April 13, 2023 |
| Authors | Julia McClatchy, Candace Lun Plotkin, Jennifer Stanley, Karolina Sauer-Sidor, Kevin Wei Wang |
| Topics | B2B, Strategy, B2B marketplace |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
The article The multiplier effect: How B2B winners grow by McKinsey is based on a global B2B Pulse survey of more than 3,800 decision makers across 13 countries. According to this research B2B companies that provide the best omnichannel experience are improving their market share by at least 10 percent annually.
The article explains in detail the lessons from this survey:
- The “rule of thirds” holds. Customers still want an evenly divided mix of traditional, remote, and self-service channels, such as face-to-face sellers, inside sales, and e-commerce, respectively.
- B2B e-commerce has taken the lead as the most effective sales channel.
- Customers are increasingly willing to spend big on e-commerce transactions.
- Winning companies deploy hybrid sales teams.
- There is no time to wait on personalization.
The major part of the survey is devoted to a detailed explanation of what outperformers do differently and how they do that:
- Fully commit to hybrid sales teams and capabilities
- Go beyond account-based marketing to hyperpersonalization
- Adopt advanced sales tools
- Use targeted strategies for third-party and company-owned marketplaces
- Accelerating growth with an all-in channel approach
- Invest in innovative and practical technologies
- Flawless execution and seamless orchestration are essential
The article contains a lot of numbers and charts that demonstrate recommendations and conclusions.
Full text: The multiplier effect: How B2B winners grow
Subscribe to B2B Experts Digest
Contribute to B2B Experts Community
Subscribe to B2B Experts on LinkedIn
Published on LinkedIn: post